Assesing Drivers of Brand Choice Process of University Students
Küçük Resim Yok
Tarih
2006
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Tüketiciler benzer ve farklı ürün kategorileri arasında satmalma kararı verirken zorlandıklarından markalı ürünlere yönelmektedirler. Müşteriler bireysel gereksinim ve beklentilerini karşılayabileceğine inandıkları markaları tercih etmekte ve sadık kalmaktadırlar. Bu araştırmada, üniversite öğrencilerinin altı ürün kategorisinde favori markaya yaptıkları harcama oranları ve fiyata karşı duyarsızlıklarına bağlı olarak marka sadakati ve marka seçim sürecinde etkili olabilecek bazı faktörlere ilişkin tutumları anket kullanılarak ölçülmüştür. Ayrıca, elde edilen bulgular öğrencilerin demografik özelliklerine göre (Bağımsız Örneklemler için Varyans Analizi ve T Testi kullanılarak) karşılaştırılmış ve anlamlı farklılıklar bulunmuştur. Araştırma sonuçlarına göre, favori markaya yapılan harcama oranının en yüksek olduğu ürün kategorisi şampuan iken fiyata karşı en duyarsız olunan ürün kategorileri ise çikolata ve şampuandır. Bununla birlikte, üniversite öğrencileri açısından marka seçiminde en etkili faktörün kalite olduğu belirlenmiştir.
Consumers are tending to the proprietary goods when they have difficulty in making purchase decision among the similar or different product categories. Customers become loyal and prefer the brands-they believe that these brands can meet individual needs and expectations. In this study, proportions spent on favourite brands of the university students in the six product category and attitudes related with some factors which can be effective in brand loyalty and brand choice process based on price insensitive were measured by using questionnaire. However, data provided was compared (using Analysis of Variance and T-Test for Independent Samples) by demographic characteristics of the students and was found out significant differences. According to the results, while shampoo category has the highest level of proportion spent on favourite brand, chocolate and shampoo have the least price insensitive in the product categories. In addition, It's identified that quality is the most effective factor in brand choice in terms of students.
Consumers are tending to the proprietary goods when they have difficulty in making purchase decision among the similar or different product categories. Customers become loyal and prefer the brands-they believe that these brands can meet individual needs and expectations. In this study, proportions spent on favourite brands of the university students in the six product category and attitudes related with some factors which can be effective in brand loyalty and brand choice process based on price insensitive were measured by using questionnaire. However, data provided was compared (using Analysis of Variance and T-Test for Independent Samples) by demographic characteristics of the students and was found out significant differences. According to the results, while shampoo category has the highest level of proportion spent on favourite brand, chocolate and shampoo have the least price insensitive in the product categories. In addition, It's identified that quality is the most effective factor in brand choice in terms of students.
Açıklama
Anahtar Kelimeler
İktisat, İşletme
Kaynak
Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
24
Sayı
1
